Re: [DISCUSS] Changing the Avro logo

[Oscar Westra van Holthe - Kind <os...@westravanholthe.nl>]

Hi all,

From a completely different perspective (also documented in the Jira
issue), we can also focus on the qualities that we want the icon to evoke.
I've added a comment to AVRO-3554
<https://issues.apache.org/jira/browse/AVRO-3554?focusedCommentId=17561381&page=com.atlassian.jira.plugin.system.issuetabpanels:comment-tabpanel#comment-17561381>
to that effect.

Remembering a neat trick Niels once taught me, using schema evolution to
create a projection, caused me to focus on a "change data according to use
case" vibe, and especially its biological equivalent: mimicry.

A true master at mimicry is not the chameleon though, but the cuttlefish:
it can change skin texture as well as colour. I've adapted a CC0 (public
domain) icon and attached it as a simple impression. It's only good enough
at very small sizes though (<20px).

Kind regards,
Oscar

On Tue, 28 Jun 2022 at 21:26, Ryan Skraba <ry...@skraba.com> wrote:

> Hello Niels and Oscar
>
> I took the liberty of creating AVRO-3554 to capture "requirements".
> It can point here to our discussion, and if there's an interested
> designer, we can probably point them there!
>
> I'd say that this is an opportunity to distance the project from any
> (pre-) existing enterprise.  Wings on a triangle would probably not be
> the right approach.  There's a lot of liberty for a designer there!
>
> For square vs banner images, I really quite like the Apache Calcite /
> Apache Iceberg / Apache Mesos formula -- a "squarish" icon that can be
> used as a banner by adding the Apache Avro text.
>
> For inspiration, there's quite a few things that could be evoked: I
> mentioned keywords like "rapid", "efficient/small", "reliable".
>
> There's also the idea of taking a complex many-dimensional graph
> in-memory and turning it into "one dimension", a line of 1s and 0s,
> and (of course) back to the graph.
>
> Oscar suggested "flows" which goes nicely with waves, which could also
> be made of bits.
>
> Any other ideas?
>
> Please don't hesitate to share this the JIRA with anybody that might
> be interested in contributing graphics!
>
> All my best, Ryan
>
>
>
>
>
>
>
> On Fri, Jun 24, 2022 at 6:07 PM Niels Basjes <Ni...@basjes.nl> wrote:
> >
> > Hi,
> >
> > I was thinking about some requirements for the logo.
> >
> > For starters I was wondering where the name Avro actually came from. Is
> it
> > an abbreviation? Or does it have a different source (I'll always
> > like the Hadoop story)?
> >
> > Note that in addition to the (defunct) Aircraft builder Avro there is
> also
> > a Dutch tv broadcaster called Avro ( https://en.wikipedia.org/wiki/AVRO
> and
> > https://en.wikipedia.org/wiki/AVROTROS ).
> >
> > Regarding the logo itself I have these proposal points which are
> partially
> > generic and partially my personal opinion:
> >
> > - Must be unique and not similar to anything "out there"
> > - Show either something of the name (Like  Beam, Airflow, Ant, Drill) or
> > what it does (like Mahout)
> > - Must be available in a vector format (SVG) so it can be scaled with
> full
> > accuracy.
> > - I like a few colors and for practical reasons I propose to limit it to
> > about 5-10. (so like Iceberg, not like Flex with the gradients)
> > - I think we will need 2 variants: Square/Circle (social media, favicon,
> > etc) and rectangle (top banner).
> >
> > Niels Basjes
> >
> >
> >
> > On Fri, Jun 24, 2022 at 5:40 PM Ryan Skraba <ry...@skraba.com> wrote:
> >
> > > I think the square (or round) canvas is a really good idea -- it would
> > > allow an Avro file to have a meaningful icon, for example, in a file
> > > explorer.
> > >
> > > For me, I'm not particularly attached to the current style, or colour,
> > > and I think giving some freedom to a designer could really bring
> > > something neat!
> > >
> > > Even if I'm fond of our existing logo, I'm always amazed at the
> > > beautiful logos that have been contributed to different projects
> > > (https://www.apache.org/logos/)
> > >
> > > The keywords I'd like to see evoked are: fast, small (efficient),
> > > reliable.  Wings fit those keywords but they aren't the only option
> > > (nor are those the only keywords).
> > >
> > > Ryan
> > >
> > > On Thu, Jun 23, 2022 at 10:16 AM Oscar Westra van Holthe - Kind
> > > <os...@westravanholthe.nl> wrote:
> > > >
> > > > Hi,
> > > >
> > > > To change the logo, I propose we gather both requirements and ideas.
> > > >
> > > > For example, I'd like a logo that fits better on a square or round
> > > canvas.
> > > > Especially at small sizes (icons), the current logo is too flat IMHO.
> > > >
> > > > On the same note, I like that the current logo allows varying
> degrees of
> > > > detail in the wings (for various sizes).
> > > >
> > > > As for ideas, mixing aviation with data flow usually gives you a mix
> of
> > > > wings and a wave. But there are already many logos in that theme...
> > > >
> > > > These are my 2ct..
> > > >
> > > >
> > > > Oscar Westra van Holthe - Kind <os...@westravanholthe.nl>
> > > >
> > > > Op wo 22 jun. 2022 21:29 schreef Ryan Skraba <ry...@skraba.com>:
> > > >
> > > > > Hello all!
> > > > >
> > > > > Even if our current logo is a nice homage, there are many, many
> > > > > advantages to using original art for a project logo, and it's
> > > > > important that there's no question of confusion with other marks.
> > > > >
> > > > > If we were to change the Avro logo, how would the community
> propose we
> > > > > go about doing it?  What would we like to see?
> > > > >
> > > > > Despite the horrible cliché of "paying a designer in exposure",
> it's
> > > > > kind of what we all do in Open Source!  I think it would be
> > > > > appropriate to give a nice shout-out on the project web page.
> > > > >
> > > > > My opinion: this doesn't block the 1.11.1 release, but it's
> something
> > > > > we should do in parallel, sooner rather than later, in order to be
> > > > > able to have project materials for ApacheCon in October.
> > > > >
> > > > > All my best, Ryan
> > > > >
> > >
> >
> >
> > --
> > Best regards / Met vriendelijke groeten,
> >
> > Niels Basjes
>


-- 

✉️ Oscar Westra van Holthe - Kind <os...@westravanholthe.nl>